The catchphrase of the international marketing campaign, named Great Britain, is ‘See Things Differently’ highlighting Britain’s diversity as a tourist destination.
Initial phase of £9.8 million targets core markets, including US, Canada, GCC and Europe, until early spring.
In Canada and the US, the campaign focuses on showcasing the regional diversity. It’s called ‘Fake (Br)it Till You Make It’.
In Europe and the GCC, the advertising campaign features images and short films. It’s named ‘Spilling the Tea on Great Britain’.
The multi-million-pound tourism advertising campaign is being rolled out in stages and kicks off with the use of various local phrases alongside destination images from across Britain. In March, a collection of short films will be released, featuring locals offering a warm welcome in their distinctive regional accents.